The IPC Media study AdSense is now out, aiming to test the effectiveness of magazine advertising and understand its role in the overall media mix.
The publisher's largest research project in nearly 17 years reveals many fascinating insights: that magazines drive consumers towards purchase, are highly engaging and trusted, and are the medium most likely to hold consumers’ sole attention.
Thirteen brands - including Persil, Clarks, Howdens, Veet, Boots, Corsodyl, Ribena, Vera Wang fragrance, E45 and Batiste - across six categories were included in the collaborative project.
Consumer Impact
AdSense evaluated two different advertisements for each brand and analysed the impact the ads had on consumers.
The study found that magazines are highly engaging, with 49 per cent of respondents turning to magazines for ‘me-time’ and 45 per cent to treat themselves.
AdSense also discovered that regardless of the age of the respondent, consumer magazines are trusted and that magazine adverts overall are 80 per cent more likely to be trusted than newspaper adverts and 125 per cent more trusted than radio adverts.
Key findings at a glance
> Magazine adverts 80% more trusted than newspapers & 125% more trusted than radio ads
.> 46 per cent of women more likely to purchase a product advertised in a magazine
> 56 per cent remember the brand more after seeing both online and magazine adverts
> 61 per cent of women are more likely to remember the brand after seeing magazine and TV advertising
> 13 brands used across 6 different categories
>Study surveyed 6,500 women aged 16-65
The study then went on to look at the action that consumers took after seeing a campaign in a magazine.
Driving Consumer Behaviour
It found that 46 per cent of women were more likely to purchase a product that they’ve seen advertised in a magazine, 14 per cent purchased the brand advertised, 10 per cent had recommended the brand and 18 per cent had talked about it.
Finally AdSense analysed how respondents interacted with magazine advertising in relation to other media.
Of those surveyed, 56 per cent remembered the brand more after seeing both online and magazine adverts and 61 per cent were more likely to remember the brand after seeing magazine and TV advertising.
Magazines Generate Results
Amanda Wigginton, IPC Insight Director, said: “AdSense is the largest study of this kind that IPC has undertaken in over 17 years and proves magazines generate results.
“As well as driving purchase, our study found that magazines prompt other actions, including encouraging footfall in-store, driving traffic to brand websites, in-store trial and online search.
“The results confirm that not only is magazine advertising incredibly effective on its own, but also that it is an important element in cross-media campaigns.”
The study was conducted over a four month period amongst a nationally representative sample of over 6,500 UK women aged 16-65 years.